Unlimited Brands, December 2011
This morning, I met Stuart Pocock, managing partner of The Observatory, a global agency search and selection organisation. Stuart has a great insight on global trends facing Marketers and their agencies as we turn and face 2012. The Observatory believe that while clients who engage them have made a decision to change an agency roster, the solution maybe to fix a relationship (on both sides), before undergoing a selection process. Deciding on what is the best option clearly depends on each situation, but there are common issues that can help clarify why a decision needs to be taken.
Overall, many senior marketers are feeling increasingly constrained by being time starved and resource stretched. Their budgets are being reduced yet expected returns on these investments are increasing. Their own teams are being reduced while their agency rosters have increased. Senior marketers have to prioritise where they focus their time with a main agency(s) and often have to delegate others to look after other disciplines, sometimes not changing that focus as one discipline’s importance for the brand increases.
Bigger clients have extended their agency partners to handle new disciplines or countries. Each agency has a team made up of talent and account people, juniors and seniors. Their team’s make up are often procured on an FTE basis (full time equivalent people with % of timesheets being allocated to an account and costed) rather than on people basis (to create the best outcome, quickly). Too many junior people without the experience to cut through instinctively and create solutions. Too many assistant brand managers with the power to say no, rather than, yes.
The broad team structures mean that the processes are inefficient and slow. Too much duplication and checking in rather than creating and doing together. Making things truly integrated is hard when there is a distinct lack of collaboration as too many people have conflicting goals & KPI’s to be judged against.
There are too many silos affecting brands – inside a company and outside with the agency rosters. Silo’s who become disconnected to the customer journey they are meant to be supporting. Making that journey inconsistent and focused on a company rather than a customer.
Stuart’s summary answer to my original question about what’s keeping Marketer’s awake is telling…”Everything!”
Fixing everything takes too long. Worrying about everything causes inertia. Worrying about what to do in the unknown face of another recession will add to the fear. As Dale Carnegie suggested, “Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit home and think about it. Go out and get busy.” Taking action is vital. But what? We suggested some a couple of weeks ago on Double Dip Marketing.
What will help is to create a few, small, incisive actions – with an immediate next step and a way of capturing, and then sharing, that learning. Actions that that can stimulate a brand with the customers. Actions that can change the way you do things inside your influence sphere. Create a small, senior team from your agency and team – and deal only with them. Recreate your brand story to ensure all touch points inside and outside your organisations are on song together. That way means collaboration, which is the best way to integrate. And the best way to create. And use both of these actions to innovate at warp speed.
As Marketers face up to 2012, there are many things, fuelled by media headlines, that are causing fear and inertia. But there are still unlimited opportunities out there for brands to take action and start a momentum that will help them grow and gain significantly as markets turn again, which they will.